Samsung’s debacle and its come back

The following article is based on my own interpretation of the said events and/ or publicly available information. Any material borrowed from published and unpublished sources has been appropriately referenced. I will bear the sole responsibility for anything that is found to have been copied or misappropriated or misrepresented in the following post.

Tejeshwar Dodla, MBA 2016-18, Vinod Gupta School of Management, IIT Kharagpur


Samsung being one of the renowned brands in the field of smartphones faced huge debacle due to one of its product. Samsung Galaxy note 7 was officially released on 19 August 2016, it was an evolution of the Galaxy Note 5. Expectations from note 7 were huge as it received huge appreciation from critics for the quality of its construction, HDR support etc.

One product damaged the complete brand image of Samsung and it took almost one quarter for them to come back in the market and gain their share. Samsung accepted its fault and called back all its note 7 .They apologized formally for their mistake and attributed battery to be the main reason for their product failure. Meanwhile Samsung’s competitors such as Apple, Micromax tried to increase their market share but the prompt response of Samsung resulted in the retention of their market share and gain back their image by 2017.


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